Gap Inc. names H&M designer as creative director for namesake brand

San Francisco -- Gap Inc. said Monday it has named Rebekka Bay as creative director and executive VP for Gap Global Design, effective Oct. 1.

Bay is most noted for conceptualizing, developing and launching the COS brand for Hennes & Mauritz. She spent five years as creative director at COS.

Bay will be responsible for Women’s, Men’s, 1969, Accessories and Body lines worldwide.